Is there a communication theory whereas the audience dictates to the media what it wants?

I think the closest theory to that would be the uses and gratifications approach. I believe that this theory focuses on the power of the audience to choose for themselves the kind of media content that they want to consume. It's an indirect way of people telling the media what they want or they don't want. Falling ratings (for television) or shrinking readership (for newspapers) could be indicators of what the audience want or don't want.

i think that the media picks up what people want to know by television ratings, popular shows now being CSI other murder shows, what i'm saying is the fascinations by the public. i know not much of a theory, that's all i can think of.